Examples of catering marketing planning scheme

Examples of catering marketing planning scheme, a company needs a good planning scheme to carry out marketing activities, and the cut-in angles of a marketing strategy are countless. A good scheme, a detail and a move can be remembered by customers, which can help restaurants to have loyal repeat customers. Let's take a look at examples of catering marketing planning schemes. Examples of catering marketing planning scheme 1

1. "Awakening of fans' consciousness" and establishing relationships with consumers born in 1981s and 1991s

Shujiang grilled fish targeted the consumers born in 1981s and 1991s, and not only paid attention to the taste and quality of the product itself, but also studied the consumption habits of the customers. After 85 and 91, it is the main active group of WeChat and the main force of social consumption. How to infiltrate products and marketing into the life circle of the target group and build your own fan base? Shujiang grilled fish was listed in the strategic layout, and combined with its own brand positioning, it chose Weimeng Smart Restaurant to build a bridge to communicate with consumers, which opened the road of social marketing of grilled fish.

second, "gather the power of fans", and create a closed loop through online and offline linkage

In recent years, the common promotion method of catering enterprises is group purchase promotion on the third-party platform. However, with the tight traffic on the third-party platform, the effect of the marketing model represented by low-cost group purchase is also greatly reduced. The person in charge of the Minjiang grilled fish said that excessive use of group buying will not only lead to a decrease in the retention rate of customers in the store, but also significantly reduce the unit price of customers. High-quality passenger flow is the basis of operating a restaurant. How to suck powder and drain after accessing a smart restaurant? Shujiang grilled fish has taken a series of marketing actions.

1, the first exposure, early taste of friends circle advertisement

Shujiang grilled fish took the lead in applying the local promotion advertisement function of friends circle newly launched by WeChat. Once the advertisement was released, it gained a total exposure of more than 4 million in friends circle, and this friend circle advertisement did not talk about feelings, but gave coupons "naked". The huge consumption driving force of these coupons has brought waves of online "grilled fish powder" to the branches of Shujiang grilled fish.

one of the advantages of this coupon activity is that the functions of coupons and WeChat cards in Weimeng Smart Restaurant have been opened, and coupons received through friends circle advertisements can be directly stored in users' WeChat cards. Simple and convenient process settings have enabled the event exposure to reach 51% and 8% of the coupon rate.

2. Do a good job and turn "traffic" into "retention"

How can online traffic brought by friends circle advertisements become a long-term retention of restaurant fans? At the same time of brand exposure, Shujiang Grilled Fish guides users to pay attention to WeChat WeChat official account and stimulates customers to get membership cards through "fans pay attention to sending 31 yuan coupons for the first time and get 31 yuan cash coupons when they get membership cards". After gathering potential consumers in this way, the process of operating the WeChat public platform in the later stage of Minjiang grilled fish is actually a process of self-hematopoiesis. It only needs to be introduced offline through effective marketing means to form a closed loop in the store.

Activity effect: Three days after the activity was launched, Shujiang Grilled Fish WeChat WeChat official account added 2,631 fans and 4,965 members, and the coupon rate of the activity exposure reached 51% and 8%, and the activation rate of the membership card reached 69% and 8%.

3, offline guidance, to create a "fission force" of traffic

offline restaurants have their own traffic, and each store of Shujiang grilled fish can guide customers to scan the QR code and use the preferential bill paying function to promote customers to become single and settle online. In the next step, we can strengthen the interaction with this core traffic group through intensive operation in the later stage, and promote the continuous consumption of this group online and offline. On this basis, we will continue to bring more traffic through mobile social marketing in the later stage. This cycle is repeated, achieving a snowball-like growth effect.

Third, "cultivating loyal fans": not a simple discount coupon, but a complete life cycle

Han Ming, general manager of Shujiang grilled fish operation, said that although Shujiang grilled fish has formed a good reputation among consumers and gathered a large number of loyal users, how to further retain users and cultivate a stable group of member users is still a major problem facing chain restaurants.

membership maintenance is never simple. The membership management plan of Shujiang grilled fish is implemented with the life cycle as the core. After becoming a member of Shujiang grilled fish, users can enjoy exclusive benefits such as "signing in to send points, sharing points, spending points and spending growth values". Not only can the points be used as cash, but when the growth value reaches a certain number, it can also improve the membership level and enjoy greater discounts, thus stimulating users' enthusiasm for consumption and awakening them to spend in the store for the second time and many times. Examples of catering marketing planning scheme 2

1. Halogen goods are sold according to "two".

The standard product of cold dishes in a restaurant is generally not less than 211 grams. If two or three people dine, ordering one is enough, and ordering other varieties will be wasted. Considering the needs of many guests, the cooked food in this restaurant has been changed to "selling by two". In this way, two or three people can order one or two beef, one or two tendons and one or two pork bellies, and the variety can be much richer without spending more money.

2. Constellation order cards attract attention.

In addition to posters, a restaurant's order card is also very chic. The back of the order card is printed with 12 constellations and horoscopes, which are placed in a prominent position at the front desk. When customers check out, they will look for cards with their own constellations in it out of curiosity. Because this kind of ordering card has other functions, it is more likely to be preserved by customers. Since the introduction of the Constellation Booking Card, the number of people calling to make reservations has increased significantly.

The dim atmosphere after lights out makes the table flowers unique.

The table flowers in a hotel room are very distinctive. They are made of grains, fruits and vegetables, and candles are inserted in the small cage filled with grains.

Before the guests enter the private room, the waiter lights the candles in the middle of the table flowers, and then turns off the headlights. When the guests enter the private room, they will be surprised to see the scattered candlelight. When the candle is extinguished and the headlights are turned on, the guests will be shocked by this colorful and creative table flower, which can be said to be a constant surprise.

this kind of table flower not only brings beauty to the guests, but also provides additional benefits for the hotel. After eating, many guests will directly pick a few fruits of their own taste for the waiter to clean and eat. Of course, these fruits will be charged extra.

3. The menu is like a big photo album.

The menu of a restaurant in Beijing is like a loose-leaf photo album in the 1981s. The inside page of the photo album consists of dozens of black cardboard. A small opening is made in each of the four corners of these cardboard. After inserting the four ends of the colorful page paper printed with dishes photos into the small opening, it can be fixed to the cardboard.

Since this new menu was changed, after the new dishes come out in season, it is only necessary to change the colored pages inside, which greatly reduces the cost of making the menu. Because the menu is loose-leaf, if the black cardboard is damaged due to frequent flipping, you can replace the damaged page.

4. Add new highlights

When customers experience the same restaurants, if they can add some new highlights to them, the effect will be excellent; For example, this sports game machine has six selling points:

free play, to keep queuing customers;

advertising placement to expand brand influence;

Do something new and create a brand in online celebrity;

attract customers and expand fans;

scan code payment to expand revenue;

occupies a small area on the ground and is unattended;

5. Give small gifts that exceed consumers' expectations.

When customers buy your products, if they get extra small gifts, they will often be very happy and show their gains to others. Therefore, by-products related to your products or small products with company logo, and even some small gifts that consumers like, such as key chains, calendars, telephone cards, etc., are very good tools for word-of-mouth marketing.

6. There are some entertainment activities on a regular basis.

every year, restaurants have some periods of promotion or sales reward activities, such as major holidays or annual celebrations of enterprises. These activities can make consumers feel that you are paying attention to them, and they often come to spend money because of this, and even support you in droves. But you can't do activities every day, and you can't live up to the name. You must let consumers really feel the benefits.

7. Membership cards give customers a sense of dignity.

every consumer wants to be a VIP of an enterprise, such as going through formalities in a bank or a telecom business hall, and consumers want to get priority service; In the restaurant, consumers all hope that you can remember him and give him some discounts next time you come.

Therefore, for enterprises, giving customers discount cards and VIP cards and providing consumers with special services they like will make your products or services flow smoothly.

8. Pay attention to customers' opinions.

When some customers give you suggestions, don't tell them directly that all these things are impossible. You should collect their opinions or tell customers what measures you have taken at an appropriate time. Consumers all hope that their opinions can give guidance to enterprises. If your employees make excuses or treat these opinions incorrectly, it will greatly dampen the enthusiasm of consumers. When necessary, you can even publish their opinions to make them feel valued. They will surely tell the story of their advice to you for these practices, so as to attract more people to come and visit.

Catering marketing should not only pay attention to consumers' behaviors, but also pay attention to consumers' mouths. Therefore, in the new marketing era, we should not only let consumers notice our restaurants, but also let consumers talk and spread them. Because only what people widely praise will attract more people's attention, which is longer and more effective than the effect of direct advertising. Examples of catering marketing planning scheme 3

1. Preface

During the exploration and development of catering culture for thousands of years, the hardworking people in China have gradually formed various Guangdong, Shandong, Hunan, Sichuan and other major cuisines with local flavor.

Shandong cuisine is the largest cuisine in northern China, with a long history and wide influence. It is an important part of China's food culture. Traditional Shandong cuisine is famous at home and abroad for its salty, fresh, crisp, unique flavor and fine production.

When Sichuan and Guangdong cuisines went northward in a big scale and Northeast specialty cuisines swarmed into the customs, Shandong cuisine declined and its edge was restrained. At this time, _ _ Fish Restaurant stands out in the market fight and becomes one of the representatives of the new Shandong cuisine.

today's catering industry, the development trend can be summarized as follows: rapid development, continuous expansion of scale and continuous prosperity of the market. However, prosperity at the same time means intensified competition. Every day, some restaurants fall down, and more restaurants stand up. However, there are always a few restaurants that gain a foothold in the big waves and continue to grow and develop.

In recent years, Weishan Lake Fish Restaurant, as a representative of the new Shandong cuisine, has been standing at the forefront of the catering industry, and "_ _ Fish Banquet" has become a famous signboard.

Second, market/enterprise analysis

There is also fierce competition in the catering market in _ _ _. There are numerous hotels and restaurants, and foreign cuisines such as Tanyutou, Hotpot City, Ginger Duck and Roasted Hungry Duck are all distributed in _ _, competing for limited catering resources and impacting diners' taste and vision.

To be successful, a hotel must meet the following basic conditions:

1. Have its own characteristics;

2. Overall (quality) management;

3. Sufficient market operating funds; Fourth, innovation, continuous innovation.

these conditions are indispensable, otherwise, it will be like a flash in the pan. This is also the reason why many hotels and restaurants have opened their doors and quickly disappeared.

in the past five or six years, the company has made great efforts in the catering industry through its own reproduction, management output and brand output, and at the same time, it has continuously accumulated abundant management, technology and capital. As a representative of southwest Shandong, the _ _ Fish Banquet can not only see the delicacy and delicacy of traditional Shandong cuisine, but also have the luxury and nobility of Confucian cuisine, and feel the freshness and grace of Weishan Lake.

Third, marketing planning

The purpose of catering service is to satisfy customers, and only when customers are satisfied can hotels make profits; To do a good job of quality service, it is inseparable from the efforts of employees within the enterprise; The success of internal staff marketing is based on comprehensive (quality) management, effective incentive mechanism and good corporate culture atmosphere.

It coincides with the 11th anniversary celebration and the arrival of Christmas. We take this opportunity to combine customer satisfaction marketing, internal staff marketing and cultural marketing as the focus of this celebration. Take five stores in _ _ _ as an example:

1. The purpose of this store celebration is:

to increase the brand influence of the company and enhance its popularity and reputation; Enhance the company image and increase the competitiveness of enterprises; Strengthen the corporate loyalty and centripetal force of company employees; Improve the service awareness and work enthusiasm of all staff; Show the company's cultural background and further enhance the corporate culture of the group company; Improve the company's sales and increase profits; Lay a good foundation for better development in 21__ years.

2. Time of this celebration: 21xx, February 3-22, * * * for 11 days. Christmas planning can be done together with the celebration to eliminate the date gap. )

3. Location: five stores in _ _ city

4. Participants: all employees of the company, customers who come to eat, etc.

5. Marketing theme: customer satisfaction, employee satisfaction, management improvement, cultural innovation

6. Specific scheme planning.